As mentioned in my description, I created this blog as a result of an assignment. Before entering the PR program I had already created a personal blog that I use as a tool for venting. My writing has improved since starting this program and I find myself writing short stories and having better communication with people, but blogging isn't for me.
I am not a consistent blogger nor do I find most of the news interesting. I don't have much of an opinion for media issues but I do find case studies interesting. Some people just aren't meant for blogging. Guess what, THAT'S OKAY. Not everyone has a knack for writing but everyone has their own skills they have perfected. When working in PR not every position requires you to have a blog. It is much easier to update social media or sit down and focus on a specific writing piece than it is to form an opinion on something you don't really care for. Businesses need jacks of all trades and specialists to be successful so no one should feel discouraged if they can't blog.
Certain careers do require PR people to run the company's blog and that is a choice someone makes when applying. If you aren't interested in blogging, don't associate with it unless you are looking to improve. Blogging isn't for all companies so there are PR positions available for people like me. You wouldn't expect to see a blog for a pharmaceutical company for sore joints, but you would for a College.
My point is that blogging isn't everyone, but there is something out there for all. Play up your strengths and work on your weaknesses because someone could always use your talent.
Tuesday, November 26, 2013
Friday, November 8, 2013
Fact Sheet Example
The following is an example fact sheet completed on a local event in the Hastings area.
Organization:
Trenton Memorial Hospital Foundation
The event was sold out and had two hundred and forty guests show up to board the Orient Express on Saturday. The crowd enjoyed the delicious delicacies from L'Auberge du France while listening to great music. The big attraction this year was the high-valued auction items that totalled in the thousands of dollars range. The amount raised at the event has yet to be announced but the coordinators of the event are pleased with the turn out.
Trenton Memorial
Hospital Foundation
The Orient Express Fact Sheet
Organization:
Trenton Memorial Hospital Foundation
Event:
"A Night on the Orient Express" Gala
"A Night on the Orient Express" Gala
Date:
Saturday October 26th, 2013
Saturday October 26th, 2013
Location:
The Knights of Columbus Hall
57 Stella Cr, Trenton, ON
The Knights of Columbus Hall
57 Stella Cr, Trenton, ON
Cost:
$175.00 per person (tickets required in advance)
$175.00 per person (tickets required in advance)
Contact Number:
(613)-392-2540 ext. 5401
(613)-392-2540 ext. 5401
Website:
www.tmhfoundation.com
www.tmhfoundation.com
Attractions included:
Train ride, Gourmet meal from L'Auberge du France, silent and live auctions, and dancing with the band.
Train ride, Gourmet meal from L'Auberge du France, silent and live auctions, and dancing with the band.
The event was sold out and had two hundred and forty guests show up to board the Orient Express on Saturday. The crowd enjoyed the delicious delicacies from L'Auberge du France while listening to great music. The big attraction this year was the high-valued auction items that totalled in the thousands of dollars range. The amount raised at the event has yet to be announced but the coordinators of the event are pleased with the turn out.
Corporate Proflie Example
The following is an example of a Corporate Profile. It was completed on a local company in the Belleville area.
On September 29th, 2011 Dan Barbeau (AKA Frenchy) was able
to turn his 15-year passion into a thriving business in the Quinte area.
Frenchy had a hobby of tinkering and repairing leather for friends that lead
him to become a small business owner thanks to Trenval, whom got his business up and going.
Frenchy's was originally located in Trenton but will be relocating to Belleville in the coming months as part of a small business incubator. Frenchy's offers a variety of services involving custom upholstery, repairs, handmade leather designs, custom leather accessories, motorcycle clothing, exotic skins, and much more. Frenchy places a high value on personalized pieces and goes by his motto; "why have stock, when you can have customized?"
Throughout the years, Frenchy has made it his mission to cater to those who have a love of leather and individuality that exceeds all expectations. During the summer he takes his show on the road every weekend to popular biker events such as 'Moose on the Loose' and 'Bikes By the Bay' to showcase his work, display unique biker clothing, network, and research what is in demand. During his off season, Frenchy takes on larger projects such as reupholstering boat seats, snowmobile seats and accessories, bar furniture, bike seats, and whatever else his clients can think of. Frenchy orders his special supply of skins from a number of outlets to meet his clients' needs and is always looking for new pieces to enhance his creations.
In the past Frenchy has partnered with Rolland Thunder to meet the supply and demand of the Biker niche in his market. As time has passed and the demand for his customizing talent has changed, Frenchy has worked with many individuals that brought their own repertoire of skills and resources to create a multitude of customized products and happy clients. A valuable partner to Frenchy's is his wife and co-manager Donna, who helps manage the paperwork, inventory and organize events.
Although Frenchy's is still a fresh business to the community, its presence can be found in a number of local publications such as the EMC, event advertisements, and small business workshops over the years. Frenchy's is working on using social media to convey information about upcoming events, inquiries, and new products on the shelf. Frenchy is pleased to say that his highly anticipated website for online information, orders, and more will be up and running in 2014. Frenchy hopes this will keep his regular clients happy while allowing new ones to finally get the customized pieces they are looking for, despite their location.
On September 29th, 2011 Dan Barbeau (AKA Frenchy) was able
to turn his 15-year passion into a thriving business in the Quinte area.
Frenchy had a hobby of tinkering and repairing leather for friends that lead
him to become a small business owner thanks to Trenval, whom got his business up and going.Frenchy's was originally located in Trenton but will be relocating to Belleville in the coming months as part of a small business incubator. Frenchy's offers a variety of services involving custom upholstery, repairs, handmade leather designs, custom leather accessories, motorcycle clothing, exotic skins, and much more. Frenchy places a high value on personalized pieces and goes by his motto; "why have stock, when you can have customized?"
Throughout the years, Frenchy has made it his mission to cater to those who have a love of leather and individuality that exceeds all expectations. During the summer he takes his show on the road every weekend to popular biker events such as 'Moose on the Loose' and 'Bikes By the Bay' to showcase his work, display unique biker clothing, network, and research what is in demand. During his off season, Frenchy takes on larger projects such as reupholstering boat seats, snowmobile seats and accessories, bar furniture, bike seats, and whatever else his clients can think of. Frenchy orders his special supply of skins from a number of outlets to meet his clients' needs and is always looking for new pieces to enhance his creations.
In the past Frenchy has partnered with Rolland Thunder to meet the supply and demand of the Biker niche in his market. As time has passed and the demand for his customizing talent has changed, Frenchy has worked with many individuals that brought their own repertoire of skills and resources to create a multitude of customized products and happy clients. A valuable partner to Frenchy's is his wife and co-manager Donna, who helps manage the paperwork, inventory and organize events.
Although Frenchy's is still a fresh business to the community, its presence can be found in a number of local publications such as the EMC, event advertisements, and small business workshops over the years. Frenchy's is working on using social media to convey information about upcoming events, inquiries, and new products on the shelf. Frenchy is pleased to say that his highly anticipated website for online information, orders, and more will be up and running in 2014. Frenchy hopes this will keep his regular clients happy while allowing new ones to finally get the customized pieces they are looking for, despite their location.
Frenchy
is looking forward to having the new store front open up in the coming months
as winter approaches. With a new store some of the most popular custom ordered
clothing and accessories will be available all year round and anyone will be
able to stop in to get the special products they are looking for. "Why
have stock, when you can have customized?"
Tetley Tea Brand Analysis
The following is a Brand Analysis report I did on Tetley Tea Canada.
Works Cited
http://www.tetley.ca/
Brand
Analysis
|
Tetley
Canada
|
Jessica Batchelor
|
10/21/2013
|
| |
Table of Contents
Who They Are
Tetley Canada is a brand that
belongs to a much larger corporation called Tata Global Beverages. Tata is a
global organization that specializes in "good for you" beverages such
as teas, waters, caffeinated/decaffeinated, and more. Tata's wide selection of
brands and extensive line of products allow them to reach and meet the supply
and demand of the hydration market. Their vision for all their brands is " We believe passionately in
making the world a better place through life-enhancing sustainable hydration -
and it’s our mission to make this a reality." (Tata, 2013).
Tetley
products are currently consumed and enjoyed in 70 countries worldwide and is
the market leader in Canada. Tetley offers a wide selection of tea products in
a multitude of forms in order to keep a competitive and innovative edge. Aside
from regular bag teas such as orange pekoe or earl grey, Tetley has produced
tea infusions, premade tea drinks, and exciting new flavours. The product
variants have lead to over 45 million cups of Tetley products being consumed
daily. The main headquarters for Tetley/ Tata Canada is located in Etobicoke
Ontario.
History
In 1837, Joseph and Edward Tetley
started selling homemade tea blends. Due to the success and demand for their
tea, they set up a business and became tea merchants. In 1856 the brothers,
along with Joseph Ackland set up the official "Joseph Tetley &
Company, Wholesale Tea Dealers". It wasn't until the 1880's that they started selling tea to
the United States, and started to incorporate new methods of making tea; such
as the tea bag.
As of the 1960's, Tetley has
harnessed innovative ideas to enhance the love of tea around the world. The
round tea bag was launched in 1989 with the trend of drinking tea out of a mug.
Next came the "No drip, no mess" drawstring tea bag. Tetley finally
joined Tata Global Beverages in 2000 and has remained the second leading tea
supplier in the world.
Who Are The Consumers?
Since health has become a main
concern within most households, the average tea drinker is no longer the
primary target. Tetley has created a variety of healthy tea drinks to promote their
new mission of creating a healthy sustainable lifestyle via hydration.
Typically the original Tetley audience was females, late twenties all the way
up to women in their eighties who enjoyed tea time or tea with breakfast. Now
that Tetley has created some more exotic flavours and variations of how to
drink tea, a younger, healthier demographic is being targeted. The health
conscious mothers, daughters, and grandmothers are the new additions to the
primary audience. Tetley has launched many segmentations of herbal and health
teas over the past few years to address the demand for healthy options such as
their latest Chai collection or Green Tea Plus collection. The commercials and
images they use to associate with the teas all promote a healthy, clean, simple
look to attract the target audience. Tetley also provides recipes and fresh new
ideas on how to prepare the teas in order to provide a new and exciting spin on
the original classic of drinking tea; this healthier target audience tends to
be willing to try something new and likes variety. Another collection that has
recently been launched is the "Cocktail" inspired collection that
caters to the stereotypical "Big City" or "New Yorker"
lifestyle women. The collection features flavours such as 'Cosmo' and 'Pina Colada'
to incorporate a party feel to a tasty tea drink. With so many exotic and
fruity new flavours, it is very obvious that the target audience is primarily
females or more feminine men based on gender stereotypes. Tetley does have a
Facebook page, Twitter account, and YouTube channel to advertise to the
"tech-savvy" consumers about promotions, discounts, and new products.
Who Are The Competition?
Since Tetley is the second global
leader in the tea drinking industry, they have managed to compete and win their
title against many other brands. Tetley does not compete directly with any of
the other brands Tata has within their organization such as Tata Tea. Tetley's
number one competitor is Lipton, as they are the leading supplier worldwide in
this market. Other competitors would be Nestle, Higgins, and specialty tea
stores (i.e. Teopia). The reason why these other companies are consider
competitors is because of the similar products that they offer, the likeliness
that they are more conveniently located, or that they are trying to get
recognized. Tetley has been in the tea business for a long time and has become
a household name which has helped them stay on top and their adaptability to
keep up with the changing demand has separated them from rest.
Tetley's indirect competitors would
be anywhere that sells tea. Fast food chains are known for their convenience
and pricing but have a limited selection for similar products. Tim Hortons does
provide a range of teas to its customers, but their take home tea flavours are
limited in comparison to Tetley's range selection. Tetley provides an at-home
experience where the consumer can have their tea however they like, whenever
they like, as opposed to having a limited choice selection at any franchise
that could possibly mess up making the tea. Tetley doesn't compete with
Starbuck's either because they both work with Tata (Tata, 2013).
What Makes Tetley Unique?
Tetley is unique because they are
able to offer one of their products to everyone. Tetley has many variants of
tea forms and flavours that even a non-tea drinker could find a product they
like. Tetley has managed to keep up with the changing supply and demand for all
the years they have been in business and gained valuable trust from its
original customers. As time has passed, Tetley has been able to get the
attention of the new generations and cater to their wants and needs. They have
used social media to put the word out about new products, get feedback about
who is using their products and how, and offer special discounts to encourage
brand loyalty. An effective tool that Tetley uses is offering free recipes on
how to use their teas which provides fresh ideas to consumers who may have
always thought drinking tea was just drinking tea.
Tetley is different from any other
tea company because it defines its identity by staying true to its values. They
have never had to use a celebrity endorser or give away any fancy electronics
to get their target audience's attention, they have always given their targets
what they are looking for. Tetley doesn't hide behind any flashy ad campaigns
but rather uses its quality products to speak for them. By creating specialty
collections of tea, Tetley is able to attract new consumers while still
catering to their already loyal customers. By not "selling out",
Tetley has gained trust and respect through simplicity and innovation which is
why they are on top. Tetley is known for its tagline: "Enrich your mind,
body, spirit" (Tetley Canada, 2013). This tagline is effective in pushing
their mission of living a healthy lifestyle which gives them an edge over their
competitors.
Tetley's Strengths and Weaknesses
Tetley's number one strength would
be the variety and variations of tea products. Tetley is able to cater to
existing consumers as well as the new ones which inspires brand loyalty.
Another strength is their ability to remain a household name throughout the
changing times by using the latest technology to communicate because the
younger generations are more likely to receive updates via social media and the
internet. Tetley is adapting and changing the way people see tea by innovating
flavours and preparation procedures to keep the experience fresh and unique. They
are also willing to provide corporate information to consumers by linking that
website to their product's website. On the corporate website they share whom
their partners are, what their goals are, their culture within the company, and
where they get their resources for the products from. Tetley is a strong
company because of their quality products, honesty, and simplicity. They know
who their target audience is and know how to introduce new consumers to their
original and new product lines. Tetley has created partnerships with many
restaurant chains, that allows their teas and drinks to be the only tea
selections within that establishment thus increasing its chances of gaining a
new consumer.
A weakness for Tetley would be in
inability to have a restaurant/ coffee shop to serve all their tea variants.
Tetley lacks a face-to-face interaction with its consumers, unlike Tim Hortons
where you can choose to purchase the product based on customer service and
preparation methods. If a consumer doesn't know if they will like a certain
tea, finding a sample is not a likely occurrence and can defer them from
purchasing the new flavour all together. Unfortunately many older people don't
like change so if you overwhelm them with too many choices, you could lose
their interest and the ability to reach "new households".
Recommendations
In my opinion, Tetley is doing a
great job providing for their customers. I think they meet their supply and
demand perfectly and have done well for themselves. A key thing for them to do
to continue strengthening their reach to their target audiences would be to
give the audience more chances to sample the new products. Change can be
overwhelming so introducing new products in a smooth and friendly fashion could
increase brand loyalty and not intimidate original customers. Tetley should
keep up its online presence via social media and continue to innovate
themselves to reach their target audiences.
Works Cited
Tata Global Beverages. (2013).
Company Profile: Our Vision. Retrieved on October 16, 2013 from: http://www.tataglobalbeverages.com/about-us/our-vision
Tata Global Beverages.(2013).
Company Profile: Our Brands. Retrieved on October 16, 2013 from: http://www.tataglobalbeverages.com/our-brands/brands-overview
Tetley Canada.(2013). About Us: History.
Retrieved on October 18, 2013 from: http://www.tetley.ca/en/about-us/historyhttp://www.tetley.ca/
Let's talk Miley Cyrus
Recently Miley has taken the media world by storm and not in a good way. The pop sensation cancelled her contract with Disney to continue her fame on her own via acting in movies and her personal music career. As the years have gone by Miley has made the transition from teenager to adult, but in the most provocative way. "Can't Be Tamed" was the first dose of rebellion from Miley and the first dose of sexuality the world saw from her. From that point on Miley just continued rebelling and going down hill. She acquired some intriguing tattoos and piercings and interesting outfit choices. She appeared on magazine covers wearing less clothing every time and began producing more racy music and videos.
After doing a movie with Liam Hemsworth, Miley and Liam started dating. The media noticed a different Miley come out of the relationship that gave everyone the relief that the Cyrus terror was over. Miley seemed to settle down and be more mature because of her relationship with Liam. Miley and Liam got engaged and it seemed that their acting careers were flourishing and they were to become the next "Brangelina". When Liam called off the engagement and relationship, Miley went off the deep end. The new haircut, the even more racy outfits, the new musical collaborations, and the new style she took on was worse than before. She began openly doing drugs, smoking, partying, and had no care for her reputation. "We Can't Stop" was the most talked about video when it came out because of the lyrics and content. Miley created a documentary on her global domination titled "Miley Nation". Ms. Cyrus explained her actions in multiple interviews and videos, but nothing could stop the public from tearing her apart. Her own father was tweeting pleas for her to stop embarrassing herself and her family. Miley made it clear that she was not going to stop her rambunctious behaviour and it was clear that her PR team and handlers weren't going to be able to stop her either.
Recently Miley has hit rock bottom. She has admitted to needing help and it will be interesting to see what stunts or treatment options she will take. Either way, Miley needs to calm down and get her wits about her.
Marketing Bellevile
"Belleville is a small town in North Eastern Ontario. It is nothing more then a 'gateway' town; the place that one is born but not expected to live all their life because it has nothing to offer."- Urban Dictionary
This quote is a sad but true statement for Belleville. Our little city was once a safe and beautiful place to live with minor incidences of crime here and there, but now it's on the map and known for drugs and murder. The question in mind now for PR professionals is "How do you market Belleville to attract businesses and residences?". The solution is destination branding and it will take a lot of work to repair the negative reputation Belleville currently holds.
Belleville is my home town so seeing it in such rough shape and hearing what people say about it gives me a sense of sadness. I grew up here and am sad to say that I too have had the desire to want to leave because I felt that Belleville had nothing to offer me anymore; I was wrong. Belleville has started taking steps towards rebranding itself into "The Friendly City". After visiting Peterborough and Kingston, I must say people here are far more polite and nicer than in the larger cities.
To start the rebranding process, Belleville has updated it's city logo and made all the affiliated images and/or sayings more appealing. The city's website has undertaken a far more modern and professional look while making it easier for tourists to navigate. Over the past few years Belleville has started updating points of the city such as The Quinte Wellness Centre and the Court House. The specific team that is running the remodelling of Belleville is slowly but surely making a difference. They are using social media to keep locals up to date and to reach out to prospecting visitors or businesses looking into the area. By updating the technology used to advertise Belleville and convey information, the project to rebrand Belleville is successfully underway and I hope to spot the progression over time.
http://www.belleville.ca/
This quote is a sad but true statement for Belleville. Our little city was once a safe and beautiful place to live with minor incidences of crime here and there, but now it's on the map and known for drugs and murder. The question in mind now for PR professionals is "How do you market Belleville to attract businesses and residences?". The solution is destination branding and it will take a lot of work to repair the negative reputation Belleville currently holds.
To start the rebranding process, Belleville has updated it's city logo and made all the affiliated images and/or sayings more appealing. The city's website has undertaken a far more modern and professional look while making it easier for tourists to navigate. Over the past few years Belleville has started updating points of the city such as The Quinte Wellness Centre and the Court House. The specific team that is running the remodelling of Belleville is slowly but surely making a difference. They are using social media to keep locals up to date and to reach out to prospecting visitors or businesses looking into the area. By updating the technology used to advertise Belleville and convey information, the project to rebrand Belleville is successfully underway and I hope to spot the progression over time.
http://www.belleville.ca/
Subscribe to:
Comments (Atom)